LEGO was interested how culture and upbringing in different countries affected how kids play. They wanted to create deeper experiences with their product offerings as well as improve the success of their 10 LEGOLAND theme parks.
We brought LEGO executives together to have Shared_Meals with game designers located in Sweden, Rwanda and Mexico. At these Portal-based dinners, we created a relaxed but innovative environment, where similarities in culture and food became tools to explore the differences in how kids across the world view play.
Through these Shared Meals, LEGO was able to create new incentive systems for their struggling Japanese theme park as well as explored role-play based approaches for using play as a way to teach children about concepts like managing money.